The Purpose Group Vietnam turns La Vie Light into a wearable symbol of healthy living

Instead of following a conventional route of simply communicating product benefits, The Purpose Group, a Vietnam-born independent creative and innovation company, wanted to create a campaign that asked a bigger question: Could a product that people usually buy only when needed become a natural part of Gen Z’s everyday lifestyle?

Inspired by La Vie Light’s brand promise, “The ‘Light’ Start To A Healthy Lifestyle,” the agency believed the campaign needed to go beyond communication.

The Purpose Group Creative Director – Nam Hang said the message had to become an experience – something people could actually wear, use and embrace.

“Every touchpoint was therefore designed to be relevant, effortless and genuinely useful for Wellness Beginners”, said Nam. “The challenge was no longer “How do we get more people to know about our newest product?” Instead, it became: “How do we make the product naturally fit into consumers’ everyday lives?””